Research On The Export Marketing Strategy Of JT Bus Company

Equipment manufacturing industry is the pillar industry of national economy.As soon as the industry develops to a certain scale and level,it becomes an inevitable tendency to marching for the international market.In May 2015,the State Council issued “Guideline for promoting the cooperation between international capacity and equipment manufacturing”.Automobile industry is confirmed to be one of the key industries by our government.As one branch of the manufacturing industry,Chinese national bus manufacturing industry develops quickly after the reform and openingup.Since 2000,the production and sales quantity of Chinese bus is the biggest in the world for several years.China becomes the biggest bus manufacturing country in the world.Chinese bus has national independent brands,the large-scale of production and marketing,the high level of industrialization,the strong ability of product research and marketing.It plays an important part in the world.At present,the annual average total requirements of buses in the international market are about 250,000 units.It has huge market.Since 2000,many Chinese bus companies begin to develop the international market,and participate in the international market competition.After years of development,the results are obviously different,and gradually appears the marketing pattern of “The strong gets stronger,and the weak weeded out”.JT Bus Company is the large and medium buses manufacturing base with the biggest production scale of single plant in the world,and the most advanced industrial technology.Its production and sale scale is the top in the world.Since 2000,JT Bus Company steadily implements export marketing strategy,and continually innovates and develops,the rate of the international market share increases yearly,realizes the bulk sales in many countries and areas in the world,and makes the bus users feel the charm of “Made in China”.In 2016,under the condition that export reduced of buses industry,JT Bus Company reaches the export sales 7,121 units,and the growth of year-on-year is 1.47%.It occupies more than 30% of Chinese bus export quotas.The operation experience of overseas market,and excellent export performance shows that JT Bus Company has its own knack in the management of export marketing strategy.The export marketing pattern of JT Bus is regarded as “the highest honor of Chinese bus internationalization”.Research of the export marketing strategy of JT Bus Company has referential significance for Chinese bus industry,even automobile industry,and will help them to develop the overseas market,and is helpful for the Chinese bus companies developing from bigger to stronger.This thesis analyzes the beginning,developing history,and characteristics of the export business of Chinese bus industry,introduces the relevant theory of export marketing.On the base of comprehend the marketing theory of STP,4P,4C and 4R,with the investigation of the export marketing management of JT Bus Company in details and in-depth,it analyzes its existing problems and the causes,and further reviews its internal and external surroundings.With the SWOT analysis,it gets the strength and opportunity of its export marketing.With the analysis of the process and case analysis of JT bus company developing overseas market,it analyzes its export marketing strategy and supporting measures.